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How Will The Web Change As A Result Of Facebook Open-Graph
May 23rd, 2010 | Posted in SEO.A few months ago Facebook held their annual F8 conference and announced what could be this year’s biggest change on the web. CEO Mark Zuckerberg described a new concept dubbed ‘open graph’ designed to integrate Facebook with the rest of the internet. The concept will fundamentally share the information about an individual’s interests, friends and tastes, something that is gold dust for marketers. It will allow websites to access this information even if the user has never visited it before. Why? To create an unprecedented personalisation of the web.
Participating websites such as ‘Yelp’ can allow you to connect via your profile which will give them access to any information you have made public and in turn will give you tailored information about restaurants or music venues you might like. It is something you might find familiar if you are a user of Amazon.com, every time you visit the site it will give you personalised recommendations based on your previous purchases. But Zuckerberg thinks this is not enough.
Many websites have used the ‘Facebook Connect’ application has allowing you to share information from a site on your profile for example; “Dave has just bought tickets to see Lady Gaga @ the O2 Arena”. The downfall of this application is that it can only store the data for 24 hours which presented no long term benefit to the websites.
When Open-graph takes off, you will most likely experience much more personalised online shopping, you will probably only see relevant products, thus making you more likely to ‘convert’. Facebook could soon start sending more traffic to online stores than Google as consumers begin to share more and more information with each other over social media.
Facebook currently uses its own currency, allowing users to purchase credits they can spend on e-gifts, games and apps all within Facebook. Open graph could pave the way for online stores accepting payments by Facebook credits, letting you skip having to pull out your credit card or enter a PayPal password again and use one account to manage all your online spending. Facebook would be able to take a cut of this and stand to earn far more than they have ever earned from advertising (well they need to make money somehow!) One thing is for sure, they need a catchier name than Facebook credits.
Many companies will need to alter their website’s SEO and PPC campaigns to integrate with ’social optimisation’, something that could change the internet in a big way.
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